There’s no place like the office lobby to reach business types. Just ask Jetsgo.

The Montreal-based airline company has enjoyed early success with a promotion that launched Sept. 15 in an Ottawa office tower. Also on the travel agenda this fall is Toronto, Montreal, Winnipeg, Calgary and Vancouver, for a total of 32 buildings.

Aimed at business travellers, the customer intercept and acquisition campaign is for Jetsgo’s new frequent-flyer program, Jetsmiles. Promotional agency Gearwerx, also of Montreal, recreated a Jetsgo check-in terminal to greet office workers as they traipse into their jobs, along with the cabin of a jet, to demonstrate its roominess.

Six reps from Gearwerx are on-hand to register consumers, along with two flight attendants, which adds a touch of authenticity, according to Robert Finkelstein, VP operations at Gearwerx. For signing up, participants are rewarded with 3,500 points, as well as a chance to win a grand prize of 100,000 Jetsmiles in a draw, or one of 10 runner-up prizes of 15,000 points.

Michael Granshaw, VP corporate planning at Jetsgo, says the loyalty program is meant to be a ‘thank you’ to customers. He adds that Jetsmiles is ‘very consumer friendly,’ which will make it distinct.

‘What we saw with many loyalty programs is that [they were] not delivering. We wanted to deliver. The best way we found to achieve that was to make it easy to generate points with Jetsmiles and to create a low redemption level.’

He says customers can opt for a one-way ticket, transfer points to a friend, and book travel without blackout periods or routine fees – and everything can be done online at www.jetsgo.net. Jetsmilers, as they are called, need 7,000 points to redeem a short-haul trip under 500 miles. (A Toronto-Vancouver round trip earns 2,000 jetsmiles.)

Jetsgo and Gearwerx partnered with Toronto-based elevator broadcast network Captivate Network, which helped land the promo in the biggest office buildings. The airline also hooked up with Kitchener, Ont.-based nID Solutions, whose handheld technology enables the digital collection of names and email addresses on-site, so that Jetsgo can follow up within 24 hours.

In the first 15 days, the Jetsmiles promo had already garnered 12,000 registrations, doubling the airline’s original numbers, says Granshaw.